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Male grooming products for a new generation / Jordan Erskine in GLOBAL PERSONAL CARE, Vol. 22, N° 8 (09/2021)
[article]
Titre : Male grooming products for a new generation Type de document : texte imprimé Auteurs : Jordan Erskine, Auteur Année de publication : 2021 Article en page(s) : p. 39-41 Langues : Anglais (eng) Catégories : Cosmétiques
Produits de beauté masculins
Soins de beauté masculinsIndex. décimale : 668.5 Parfums et cosmétiques Résumé : Creating the right experience is so important for any new product, and men’s products are no exception. This article from Dynamic Blending analyses the psychology behind men’s products.
There is no doubt that modern men have grown to appreciate looking–and feeling– good. From 2018 to 2019, male-targeted skin care product sales jumped a full seven percent, according to research group NPD. Personal care for men is one of the hottest emerging categories in the beauty industry, and it is growing by the day.
We tend to think of this trend as something new and novel. In reality, men have been highly conscious of their grooming for millennia. Men were removing facial hair with sharpened clam shells as far back as the stone age. Take one look at the monarchs of the middle-ages and you will see carefully coiffed, washed and waxed features, and even makeup on occasion.
In ancient Egypt, the unbearable heat drove men (and women) to remove all body hair. However, appearance was so important to them that they crafted elaborate wigs and false beards to wear in public. Some of the Pharaohs and other wealthy Egyptians even added gold-dust to their facial hair as a symbol of their status.
There were also acne treatments as far back as written history goes. Everything from peach blossoms and sour milk to falling stars and x-rays has been tried by individuals wanting to remove blemishes, regardless of gender, through the decades.
The male aesthetic has a practical side, too. In the fourth century, Alexander the Great ordered his men to shave before an important battle with the Persian army. It was rumoured that soldiers could be pulled by their beards off of horses or from behind, and Alexander wasn’t taking any chances. He was such a popular figure that nearly everyone in Macedonia soon adopted the no-beard trend
Fast-forward to the early 1900s, when the rise of Hollywood put everyday people on display. Stars like Charlie Chaplin, Rudolph Valentino and Buster Keaton helped to shape the style of the day, with carefully slicked hair and styled moustaches. Natural oils and French-imported products were in highdemand to achieve this look. In 1918, the Influenza Pandemic prompted better hygiene routines and contributed to the popularity of fully clean-shaven faces, due to a claim (later found to be erroneous) that facial hair was a germ magnet.
In short, male grooming has not changed as much as we think. Every era in human history showcases distinct fashions for both women and men. Achieving these unique styles almost always requires specialised products: waxes, oils, soaps, razors, brushes, dyes and more.
What has changed is the way we distinguish and advertise products. It takes more than trending products to capture the attention of today’s discerning male consumers, but with unprecedented access to information and data, savvy brands are elevating men’s personal care products to the next level. More than ever before, there is an opportunity to create a tailor-made experience for consumers, and men are responding enthusiastically to that.Note de contenu : - The wrong way to brand for men
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